A SMARTER SYSTEM FOR A SMARTER FEED
Bayer Crop Science US
CLIENT
Bayer Crop Science US
YEAR
2018-2025
CATEGORY
Agriculture
TYPE OF WORK
Branding
Visual Identity System
Graphic Design
Animation
Social Media Graphics
Template Creation
Toolkit
As Bayer Crop Science sought to elevate its digital presence in the U.S. market, the goal was clear: establish a best-in-class visual identity system for social media that felt fresh, recognizable to the American farmer, agribusiness industry audience, and rooted in innovation. I led the design of a refreshed Visual ID system, utilizing Bayer brand elements to ensure that every post, from static graphics to video, conveyed their mission with creative consistency and clarity.
This wasn’t just about looking good in the feed. It was about making agriculture innovation visual, fast, and human.
Collaborators:
Kevin Smith, Carlee Swartz
THE CHALLENGE
Bayer’s social content was rich in science, data, and humanity, but lacked a consistent and unified system to deliver these stories visually.
Our challenge was to:
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Create a modular design system that scaled across content types
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Improve brand recognition, even without the logo present
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Balance technical data with emotional storytelling
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Increase speed to market while staying on-brand
THE DESIGN SOLUTION
I developed a flexible, creative platform and visual Identity system that could adapt to diverse content needs, from UGC to biodiversity stats to expert interviews.
The system utilizes shallow depth-of-field imagery with subtle overlays and duotone treatments, custom illustrations, and animation to breathe new life into Bayer Crop Science photography, extending its reach beyond the landscape. This approach provides visual variants, crop-focused compositions, and rotation transitions to maintain focus and visual rhythm across assets.
To support Bayer’s position as a science-driven innovator, I created visually engaging static and motion graphics for data-driven content, making complex facts more digestible and feed-friendly. I utilized features such as stat panels, crop rotation circles, line-art illustrations, color-coded iconography, and highlighted scientific quotes from experts.
Scientific storytelling became more accessible, while still honoring Bayer’s credibility and rigor. The audience could connect emotionally and intellectually, with clarity and speed.
To keep Bayer Crop Science US culturally relevant while honoring its professional tone, I created seasonally adaptive designs that celebrated key moments without losing brand recognition. I designed holiday-specific posts for occasions such as St. Patrick's Day, Thanksgiving, Earth Day, and seasonal crop milestones, among others. It was essential to ensure that all seasonal content still fit within the core grid system, preserving brand equity while being warm and engaging, and maintaining feed consistency.
The updated system positioned Bayer as a forward-thinking, visually consistent brand within the agriculture space. With faster content creation, greater brand cohesion, and flexible templates, the design system allowed for rapid adaptation across campaigns and seasonal priorities.
The visuals became instantly recognizable as Bayer, even in logo-free placements, one of the project’s core goals.